Critical Metrics that Affect Customer Behavior
What makes customers gravitate towards your brand over others? How – and why – do individuals split their wallet across a mix of vendors and solution providers? We know that all corporate actions have consequences but trying to prioritize which specific actions truly move the needle and account for the greatest impact among customer decisions is difficult. This engagement aimed to measure how various corporate initiatives and actions affected customer behaviors and specific corporate metrics.
We brought in our Marketing Sciences Group, a team of Statisticians and Data Scientists, to create a Structural Equation Model (SEM). We created 2 models – one for B2B and one for consumers. These models measured the interactions of over 25 individual corporate attributes (such as product quality, customer experience, sustainability, diversity, etc.) against a series of 10 business metrics, including growth, profitability, and market share.
The ensuing model was able to pinpoint the categories of attributes most directly influencing brand trust, and by extension, positive business outcomes. Our client was able to dial up these critical metrics and focus more intently on those specific items that directly affect customer behavior. The client is now in the process of applying this research model across additional countries and segments.